As part of an initial $2 million digital ad buy announced in May, Priorities USA is releasing two digital ads, “Not One” and “Us”, to reach voters well ahead of the 2022 midterm elections. “Us” will focus on the fact that Joe Biden and Democrats in Congress delivered on their promises with a sweeping COVID relief package, and “Not One” will run in English and Spanish, highlighting that not a single Republican supported the overwhelmingly popular legislation.
The ads will specifically target young “New Biden Voters” — who stayed home in 2016 but turned out for Joe Biden in 2020 — and those of all ages who voted for Clinton in 2016 and Trump in 2020 in Arizona, Florida, Georgia, Nevada, Pennsylvania, and Wisconsin. Priorities’ research has identified these constituencies as a crucial piece of the Democrats’ winning coalition in the 2022 midterm elections.
This ad buy will run exclusively on YouTube and reach voters using contextual and geographical targeting techniques to increase the efficacy of the buy and more efficiently reach the intended audiences. “Us,” intended to reach New Biden Voters, will run in counties like Clayton, Philadelphia, and Milwaukee. The ad will run on content that young voters of color are likely to consume, meeting them where they are already going for entertainment. “Not One,” intended to reach Clinton-Trump voters, will run in counties like Miami-Dade, Yuma, and Burke and focus on channels that are spreading misinformation. Additionally, Priorities USA will also target channels featuring content aimed at personal finance as viewers might be open to economic messaging.
By innovating new targeting strategies early in the cycle, Priorities is able to test different techniques to best reach voters online well before the election. As voters are increasingly spending their time with digital media, creating the best possible strategy to engage with users on these platforms will be crucial to any successful persuasion and mobilization efforts.
“The digital media landscape is constantly changing and Democrats need to adjust their targeting tactics to navigate it,” said Danielle Butterfield, Executive Director of Priorities USA. “Priorities has spent years building a robust digital advertising operation and we’re putting that institutional knowledge to work testing new targeting strategies so that we can effectively scale up our online voter engagement efforts months before election day.”